Campaign Media Awards 2006: Best Alcoholic Drinks Campaign

WINNER
Title: Green Light District
Media agency: Vizeum
Media director: Mike Cookson
Account director/media planner: Mike Cookson
Creative agency: Leith Agency
Account director: Richard Thompson
Client: Coors Brewers UK
Brand/product: Grolsch
Brand director: Dave Griffiths
Head of media: Andrew Constable

Grolsch needed to break the major lager brand mould of traditional TV advertising and concentrate on the moment of truth: the drinking experience itself. The Green Light District campaign created Grolsch zones in the favourite drinking areas of select cities such as Edinburgh, using interactive six-sheets to provide a map of Grolsch style-bars and in-bar activity, that included Grolsch branding and lighting with a waitress service. The average sales uplift was 40 per cent during the campaign period, and up to 120 per cent in some bars. In a reversal of the usual business dynamics, Grolsch had bars phoning them to ask if they could stock the beer.